Authenticity

Being real or true to oneself in how one presents oneself or a brand is the essence of authenticity. This is what matters in the construction of trust, engagement, and relationships of any duration on social media. Audiences are much more likely to trust a creator or brand if they feel that what they're seeing is a true reflection of the person's or brand's real-life, authentic self.

In a digital age when everyone seems to be living a curated lifestyle, the ability to show the world your authentic self allows for a human connection to be forged. For brands, this human connection becomes mission-critical because achieving any level of success in today’s marketplace requires that consumers feel a connection to your brand’s essence. Their authenticity transcends that which might satisfactorily fulfill the criteria of being on-brand.

Audiences are much more discerning today. You can easily find yourself in a bad way when you’ve been found out to not be authentic.